- Posted by Nigel Edelshain
- On August 16, 2012
“What gets measured gets done” is a phrase from the Management by Objectives movement pioneered by Peter Drucker, perhaps the world’s greatest management writer and guru. We like to adapt this phrase and apply it to today’s marketing environment as “what gets measured gets better”.
With the correct measurement of your local business internet marketing campaigns you can test and tune all of your marketing activities. You can experiment with different offers, language and media (for example search vs. social media); measure the results and adapt your approach. You can shift your investment of time and energy to the activities that are working best for you and pare down those that are not.